We conducted 2 experiments on the framing effect; recording reaction times in the first using a questionnaire and in the second using a computer-programmed procedure. We found that a positive framing effect caused participants to make faster decisions and show an intuitive, heuristic, decision-making pattern; whereas a negative framing effect caused participants to make slower decisions and show a rational, analytical, decision-making pattern. These results suggest that when decision-making time is not strictly controlled, other potential factors such as individual and cultural differences may influence the robustness of the framing effect
